Instead of an incremental $22 billion in advertiser spending going to digital, we now forecast just $2.2 billion in additional investments this year. Exportable files for easy reading, analysis and sharing. KEY STAT: US digital radio ad spending will shrink 17.0% this year to $3.72 billion. We forecast that total US digital ad spending will grow just 1.7% this year, a steep decline from the rapid expansion of recent years. The IAB estimates US programmatic ad spend will cross $91 billion by 2021, an increase of more than 15% from where it currently stands. The presidential election and Summer Olympics will boost ad spending. France and Germany Digital Ad Spending Update Q2 2020. It adds up to a triopoly of about the same size in 2020 as 2019—but with a somewhat different internal breakdown. US Digital Radio Ad Spending, 2018-2024 (billions and % change), How Has the US Radio Ad Spending Forecast Changed?, 2017-2024 (billions, 2017-2024), US Pandora Ad Revenues, 2016-2022 (billions and % change), US Spotify Ad Revenues, 2016-2022 (millions and % change), US Programmatic Digital Radio Ad Spending, 2019-2022 (millions, % change and % of total digital radio ad spending), US Podcast Ad Spending, 2019-2024 (billions, % change and % of total digital radio ad spending), Estimated Change in Digital CPMs due to the Coronavirus Pandemic According to US Ad Sellers, by Channel, May 2020 (% change vs. original plan for 2020), Which Apps/Websites Do US Podcast Listeners Use to Listen to Podcasts? Total US digital ad spend will grow by 1.7% in 2020. National television ad sales may remain below 2019 levels (-5%) due to poor ratings and a deficit in sports events compared to last year (delayed starts for NBA, NHL and college football). Hispanic digital ad spend in the U.S. 2015-2020 Published by Statista Research Department , Jul 13, 2016 Digital ad spend in China is forecasted to reach $81.06 billion in 2020, down from the previous estimate of $86.30 billion. Although digital spending is up across the board, search engine ad spend began to plateau in the late 2010s, while social and ecommerce mediums both continue to rise. WHAT’S IN THIS REPORT? How much will the two tech categories spend on digital ads? In short: Digital ad spend for 2020 is expected to end with a 6% increase versus 2019. U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020 … AR, 5G, esports … oh my! Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost. Search ad spending will continue to climb this year, per the report, though at a slower rate of 11.2%, reaching $60.9 billion. 2020 has been one of the most challenging years for the advertising sector since the Great Recession of 2008. US Programmatic Digital Display Advertising Outlook 2021. March 5, 2020 Kim Weins @flexera Subscribe. Plus other key takeaway from Ad Age Marketing Fact Pack 2020… Digital Ad Spending by Industry 2020: Our Report Collection Analyzes Spending for 10 US Verticals, 6 in Germany, and 6 in the UK The reports in this collection look at ad spending in the retail, financial services, computing products and consumer electronics, automotive, telecom, travel, health and pharma, media and entertainment, and CPG industries. Digital now represents a majority of U.S. ad spend. The sheer size of digital advertising in 2020 (approx. US Media and Entertainment Digital Ad Spending 2020. This year, Amazon is on course to command 10.2 per cent of US digital ad spending, versus Facebook’s 23.5 per cent and Google’s 29.8 per cent. Reliable data in simple displays for presentations and quick decision making. Search spending will decline this year, despite its focus on performance—mostly because of the travel industry’s heavy reliance on the format. An end-of-year surge shows digital ad spend recovering from the COVID-induced ad recession and overall ad spend up 2 per cent year-on-year, according to the latest Standard Media Index results. Digital Video Ad Performance Metrics in North America: Impression Share, by Device, Q1 2019-Q1 2020 (% of total impressions served by Extreme Reach) Financial Services Industry Digital Ad Spending in the US, by Device, 2017-2021 (billions) Digital advertising spending includes desktops, laptops, and all mobile devices and remains the fastest growing segment in advertising, accounting for nearly half of the overall expenditure on advertising. Marketing Spending Catalyst: -$16 billion in 2020 (1.5% of CPG sales). Magna: Digital Ad Spend Resilient In 2020 Despite Turmoil. Collectively, the two industries will make up 19% of the market. Exportable files for easy reading, analysis and sharing. US digital ad spending has been growing at a double-digit rate for years—since the last recession, in fact. Zenith projects that advertising expenditures will be down in 2020, particularly print and magazine advertising. KEY STAT: US digital ad spending will inch up by less than 2% this year because of the economic dislocation caused by the coronavirus pandemic, though we expect robust growth to resume in 2021. This report highlights key changes in our Q2 2020 forecast of US digital ad spending driven by the coronavirus pandemic, including spending on major formats and platforms. Within digital, video ad spending will be the fastest-growing format this year, at 15 per cent. August 1, 2020. The IAB’s latest survey of 242 media buyers and publishers projects that total U.S. ad spending will be down 8% for 2020 but digital will be up 6% year over year. Report. 2. According to the report, Digital Advertising in India 2020, digital ad spend grew 26% in 2019 to reach ₹13,683 crore. According to IAB's U.S. 2020 Digital Video Advertising Spend Report: Putting COVID in Context, CTV is largely responsible … Digital advertising spending in the U.S. 2016-2020 Published by Statista Research Department , Jan 19, 2021 2. US adults find print and TV ads more trustworthy than social media ads, Spotify podcast listener numbers will surpass Apple’s this year. A growth of 6.5% in overall U.S. ad spend is anticipated in 2020 with a 12.4% jump in digital advertising to $135 billion, making up more than 53% of total ad spend. Report. We forecast US podcast ad spending for the first time this year. How much has the pandemic slowed digital ad spending? It also includes our inaugural forecasts for podcast ad spending and listenership. Digital media ad spend will grow by +14% in 4Q as social, video and search are boosted by stronger-than-usual political spending, and ecommerce holiday season shopping. Director, Addressable Strategy and Activation, Senior Vice President and Group Director, National Audio and Local Digital Activation, Engagement Director, Absolut, Malibu, Kahlúa, and Smithworks, Senior Vice President and Executive Director, Media, Executive Vice President, Client Strategy and Media Operations, Senior Vice President, Ad Product Management and Product Operations, Vice President and Head of Global Advertising Business and Platform. How has the coronavirus pandemic changed our outlook? Digital Advertising Will Account For 53% Of Total Ad Spend. Digital advertising spending worldwide is estimated to grow from $283B in 2018 to $335B in 2020. As of August 2020, digital video advertising spending in the United States was expected to increase by 11.3 percent in 2020, compared to the 2019 results. In the 2019-2020 election cycle, total political advertising spending reached $8.5 billion across TV, radio and digital media. How much will be spent on podcast advertising? For the first time, the internet in 2020 will account for more than half of both U.S. and worldwide ad spending. Share: Digital advertising continues to be a bulwark during the pandemic. These numbers help illustrate how competitive digital advertising can be for many industries. These are just a few of the major themes that will drive digital media conversations in 2020, and every one of them revolves around the untold quantities of data flooding the digital landscape. Cutting through the noise requires advertisers to deliver hyperpersonalized messages that resonate at the individual level. Share. Outlays will increase by just 1.7% this year—read on to learn what that means for major ad channels and platforms. Publication Date. Sources. The news, however, is dour for traditional media. In the silver linings department, we have an unlikely development: B2B digital ad spend is leading the charge. Latin America Digital Ad Spending Update Q2 2020. While worldwide digital ad spending achieved a modest 2.4% growth in 2021, it’s expected to bounce back with a growth of 17% in 2021. The Weekly Listen: Trump and Facebook's Oversight Board, private search, and Apple's podcast ... New study indicates retailers are doubling-down on retail media networks | Sponsored Content, Podcast listening and advertising, Unity and Snap ink a deal, and YouTube's audio ads, The automotive industry shows signs of recovery, Giving up on privacy, IAC spins off Vimeo, and a possible wave of pent up demand, Klarna’s explosive growth should put neobanks on high alert, Clubhouse and the Social Audio Movement: The good, the bad, and the others, (More) digital trends for 2021: The future of grocery is digital, Truist pilots robo-advisor as it continues integrating BB&T, SunTrust platforms, Starling doubles down on its UK SMB growth ambitions, Lloyds directs further investments in digital toward fintech partnerships, Chinese short-video apps race to expand social commerce offerings, Disney+ and the power of the bundle, original and exclusive content, and AT&T's DirecTV plans. Leaders at IAB pooled their insights … Continued Global digital ad spend will reach $389 billion in 2021. China’s total ad spending will remain in positive territory in 2020. The recent release of the AdAge Marketing Fact Pack 2020 revealed “the internet in 2020 will account for more than half of both U.S. and worldwide ad spending.”. The pandemic's impact on customer experience, the best US loyalty programs, and Gen Z's recovery ... Industry Voices: Spotlight on Danone’s Sonika Patel, Media companies shifting sports rights to digital could be a positive for marketers, The Weekly Listen: Twitter's 'Super Follows,' what annoys online shoppers, and Paramount+'s launch, Publisher Ad Monetization After the Third-Party Cookie, US Holiday 2020 Review and Holiday 2021 Preview, Ad Measurement and Revenue Attribution 2021, Innovation Strategies at Small and Midsize FIs, Working on your mid-funnel (mid-range) game, Peloton apparel, and D2C packaged food sales. Global Digital Ad Spending Update Q2 2020, Canada Digital Ad Spending Update Q2 2020, France and Germany Digital Ad Spending Update Q2 2020, Latin America Digital Ad Spending Update Q2 2020. United States. Between January and June 2020, total digital advertising spending was at £7.06bn, a 5% fall on the same period in 2019, and mobile advertising spending was down 1% year-on-year to £3.85bn. We forecast US podcast ad spending for the first time this year. Advertising on Pinterest, getting curbside pickup right, and how to know when in-store retail is ... Banking app Step reaches 1M users thanks to its hyper-focus on teens. A growth of 6.5% in overall U.S. ad spend is anticipated in 2020 with a 12.4% jump in digital advertising to $135 billion, making up more than 53% of total ad spend. The pandemic put pressure on media budgets and changed users’ listening behaviors, forcing advertisers to restructure their audio strategies. Conversely, they predict that traditional media advertising will shrink by 30% vs. 2019. Digital ad spend in Argentina 2015-2020, by device; Australia: digital ad spend growth 2016; Brazil: digital ad spend growth 2019-2023; Peru: digital ad spend growth 2015-2019 Analyst Take: How the Coronavirus Will Change Our UK Ad Spending ... Report. Digital extensions and related media, including Hulu, Roku, etc., will fare much better, with only a modest 3% decline in 2020 and a 15% gain in 2021. Is programmatic becoming more common in digital audio? Digital ad spending in the US healthcare and pharmaceutical industry will grow by 14.2% to reach $9.53 billion in 2020. Which channels and formats are most affected by spending cuts? JUL 22, 2019. According to IAB’s Brand Disruption 2020 report released this week, US programmatic ad spend has grown to almost $79 billion, an 87% increase since the first year benchmarked in the report, 2017. See All. We estimate that travel will account for just 2.4% of US digital ad spending, down from 4.2% in 2019. Featured In US Media and Entertainment Digital Ad Spending 2020 . Digital in 2020: the essential headline numbers. SMI AU/NZ MD, Jane Ractliffe, said this was now the third consecutive month of year-on-year growth for the AU market which builds confidence that the ad recovery will remain. Article. Last Look: New Tech Means New Ad Space 14 Appendix 15 Methodology 18 Introduction Digital Advertising 2020 Consumers and business buyers receive more messages, through more channels, than ever before. Comparatively, US digital ad spend, as a whole, will only rise 1.7% this year, to $134.66bn. UK Digital Ad Spending Update Q2 2020. Key highlights: Buyers expect Digital ad spend … Continued KEY STAT: US digital ad spending will inch up by less than 2% this year because of the economic dislocation caused by the coronavirus pandemic, though we expect robust growth to resume in 2021. Digital video advertising spending in the U.S. 2014-2020, by device Display ad spend in Ireland 2018-2019 Healthcare and pharma sector digital video ad spend U.S. 2017-2018 IT Spending by Industry. Video will also account for more than half of all digital display ad spending for the first time. Brand Mentality™ and the future-forward marketing revolution, The Ad Platform: Why interoperability is the future of identity, Drivers of Google's ad business, YouTube shifting to CTV, and digital ad tolerance, Around the World with … Cross-Border Ecommerce: Barriers, leading markets, and marketplaces, Twitter without Trump, Biden's TikTok position, and Shopify's 'Shop Pay' on Facebook, The Ad Platform: What TV measurement still needs, Snapchat surprises and alternative social media platforms challenging the giants, Coronavirus Pandemic Puts the Brakes on US Digital Ad Spending, Amazon Takes a Bigger Bite as Search Stumbles, Digital Video Remains Resilient in a Rough Economy, Instagram Grabs Share Within the Facebook Family. Growth in social, connected TV and over-the-top (OTT) advertising will drive programmatic display to almost $80 billion by 2021. Reductions occurred in almost every type of marketing spending including advertising, consumer promotion, trade promotion, and shopper marketing, with the lone exception being digital, up double digits. Topics. Programmatic advertising will account for 83.5% of all US digital display ad dollars, or $57.30 billion, this year. Facebook and Amazon will continue to grow, but at several depressed rates compared with earlier expectations. In order to gain access to FORT, researchers need to apply here. Analyst Take: How the Coronavirus Will Change Our Canada Ad ... See More. But traditional media channels will be affected even more than the digital ones outlined in this report: TV, print and radio ad spending will all decline by double-digit rates this year. U.S. Advertising and Marketing Spend to Grow to Nearly $390 Billion in 2020 … Insights from industry and company leaders. UK – Digital advertising spending fell 5% in the first half of 2020 despite the Covid-19 lockdown increasing time spent online, according to data from the Interactive Advertising Bureau. Digital will account for 71.7 per cent of total ad spend in 2020, and that proportion will reach 75.6 per cent by 2024. For the first time since we have begun estimating ad revenues at Google, net US digital ad revenues at the company will actually decline in absolute terms. spending by 2019. This is made more evident with expectations on global advertising spending, which experts predict would reach figures of up to $375 billion by the year 2021. Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost. Our previous expectation was for almost 17% growth, and now we expect 1.7% growth. by Allison Schiff // Wednesday, September 16th, 2020 – 9:34 am. For the first time, the internet in 2020 will account for more than half of both U.S. and worldwide ad spending. The presidential election and Summer Olympics will boost ad spending. Beauty and personal luxury brands have historically spent more of their budgets on magazines and TV than the average brand. However, among all the paused and cancelled campaigns, digital video remains relatively stable, driven by Connected TV (CTV). media & entertainment. US podcast ad spending will grow 10.4% to $782.0 million and surpass $1 billion in 2021. US digital radio ad spending will reach $3.72 billion. Source information is only available to PRO subscribers. Behind 'Behind the Numbers': How our podcast got started, The Weekly Listen: Work-from-anywhere, a unique Super Bowl, and Spotify gets emotional. Report. While digital radio ad spending will be down from last year, we expect a rebound in 2021. Travel industry digital ad spending will amount to just $3.24 billion, a staggering decline of 41.0% year-over-year (YoY). 55% of the US ad market) and its resilience in this economic environment explains the relatively modest decline MAGNA forecasts for the whole year (-4.6%) despite the severity of the economic recession, compared to the double-digit decline 2008-2009 (-12%) when digital media was still nascent. It's a brighter picture for 2020 however, where ad spend is set to grow 6% to $656 billion, driven in part by the U.S. Presidential Election and the Olympic Games, which will be held in Tokyo. See All. Joe Biden made an aggressive early investment in digital advertising after announcing his 2020 presidential campaign, spending nearly $800,000 … By 2020, digital media will account for almost 65% of total media ad spending. The Super Bowl posted its lowest ratings in 14 years, but will likely not deter future advertisers, New study indicates retailers are doubling-down on retail media networks | Sponsored Content, The future of digital out-of-home advertising in Canada remains uncertain, UK Programmatic Digital Display Advertising Outlook 2021, The automotive industry shows signs of recovery, Giving up on privacy, IAC spins off Vimeo, and a possible wave of pent up demand, US Programmatic Digital Display Advertising Outlook 2021, Why sellers need to experiment with advertising channels | Sponsored Content, Klarna’s explosive growth should put neobanks on high alert, Clubhouse and the Social Audio Movement: The good, the bad, and the others, (More) digital trends for 2021: The future of grocery is digital, Truist pilots robo-advisor as it continues integrating BB&T, SunTrust platforms, Starling doubles down on its UK SMB growth ambitions, Lloyds directs further investments in digital toward fintech partnerships, Chinese short-video apps race to expand social commerce offerings, Disney+ and the power of the bundle, original and exclusive content, and AT&T's DirecTV plans. In January 2021, chief marketers involved in various industries in the United States were asked to indicate how much their marketing spending had changed in the past 12 months. What effect will the pandemic have on ad revenues at the Google-Facebook-Amazon triopoly? 6. Digital’s role in our lives has reached new heights, with more people spending more time doing more things online than ever before: The number of people around the world using the internet has grown to 4.54 billion, an increase of 7 percent (298 million new users) compared to January 2019. Digital ad spending is estimated to rise by 5.0%, to $75.33 billion. US Industry Ad Spending . Digital video advertising spending in the U.S. 2014-2020, by device Display ad spend in Ireland 2018-2019 Healthcare and pharma sector digital video ad spend U.S. 2017-2018 View a slide-show representation of this report’s key insights, where carefully vetted data is combined with industry trend analysis, included at no extra cost. Impressively, between 2012 to 2020, the percentage of U.S. senior marketing budgets allocated to social media more than doubled, ballooning from almost 9% to nearly 21% . The coronavirus pandemic is putting a major dent in US digital ad spending growth. Digital Market Outlook: social media ad spend in the U.S. 2017-2024, by device Social media ads CPM worldwide Q2 2018 - Q2 2020 Social media ads CPC worldwide Q1 2017 - Q1 2018 WHAT’S IN THIS REPORT? The release of the IAB 2020/21 COVID Impact on Advertising survey found that the digital media spend for the full year (FY) is expected to grow 6%, despite a decline in growth for the broader ad market.. What Areas Of Digital Advertising Spend Are Expected To Grow In 2020? The telecom industry will account for $13.99 billion of total digital ad spend in 2020, and the computing products and consumer electronics industry for $11.64 billion. Native digital display ad spend growth in the U.S. 2016-2018, by device; Healthcare and pharmaceutical industry digital ad spend in the U.S. 2011-2021 Chart Title Entertainment Industry Digital Ad Spending in the US, by Format, 2020. Report. The greatest portion of US digital media spend continues to go towards search, a finding that aligns with IAB data on US digital ad spending. In terms of ad spend by sector, financial services is set to grow the most in 2020, up 11.8% to $53.4 billion, followed by household goods set to reach $31.5 billion, up 10.5%. US podcast ad spending will grow 10.4% to $782.0 million and surpass $1 billion in 2021. (CNN)Advertising spending in the 2020 presidential race just barreled past the $1 billion mark, driven by Michael Bloomberg's relentless rounds of … Forecasts. By the end of 2023, digital ad spend is expected to grow to $517 billion. Digital ad spending in the US will grow this year—but not much. In the Flexera 2020 State of Tech Spend report we identified IT spending by industry across financial services, retail, healthcare, software, services, hosting, industrial and consumer products, transportation and logistics. The number of US podcast listeners will increase 16.0% year-over-year (YoY) to 106.7 million. Digital political ad spend in the U.S. 2008-2020 Growth of media ad revenues in the U.S. 2019-2021, by medium Federal campaign political ad spend U.S. 2014-2020 This year, 16.5% of digital radio ads will be transacted programmatically, and that figure will reach 21.0% by 2022. COVID has catalyzed trends that were already developing: 1. Growth is being fueled by ads related to COVID-19, including public service announcements, medical supplies and telemedicine. US advertisers increased their Q1 video ad spending by between 10.5% and 17.0%. Beauty ad spend will total US$7.5bn across these markets in 2021, and then rise to US$7.7bn in 2022, growing by 2.6%, compared to 4.5% for the market as a whole.